How to Use Onsite Retargeting Like OptiMonk

I hear this question surprisingly often at conferences or when I talk to our clients and partners.

That’s why today, I’m sharing the onsite retargeting strategy used by our very own marketing team to generate leads. So, how does the team that pioneered onsite retargeting use it themselves? Read on to find out.

First of all, it isn’t practical to communicate the same message to early-stage visitors and to visitors who are in more advanced stages of the buying process, so the sales funnel (see the image below) plays a really important role in our process.

Our messages are always customized for buyers in each stage of the funnel. Most likely, you can identify at least three customer groups for your site:

Early-stage customers = Awareness + Interest stage

Middle-stage customers = Consideration + Intent stage

Late-stage customers = Intent + Evaluation stage

We increase engagement and awareness of our offer for early-stage visitors by publishing and promoting useful blog posts and social media updates.

For middle-stage visitors, who show a basic level of interest in OptiMonk, our primary goal is to get them to subscribe to our email list. To achieve this, we promote our eBooks and swipe files.

For visitors who show more interest in OptiMonk – for instance, visiting a number of pages – we promote our 14-day free trial. In addition, we promote a free consultation for late-stage visitors to help them make a decision.

2. eBook promotion for Shopify stores

Since we have many Shopify store users, we want to provide them the best user experience when they browse our site. That’s why we create personalized messages for them. Our landing page has also been customized for Shopify store users, and the eBook we promote as well.

Like the previous campaign, we use page-level targeting to exclude pages with harder goals.

Details of the campaign:

Goal: Build email list

Campaign triggering: Exit-intent

Targeting: Page-level targeting

Frequency: Max. 2 times per visitor

Engagement: Spending a minimum of 3 seconds on the current subpage

Conversion rate: 25%

Take a look at this multi-step campaign below. First, we only ask our visitors to click on YES or NO, then we ask for contact information. Unlike the first campaign, visitors can download the eBook instantly from the popup.

5. Consultation

When a visitor tries to leave the registration form of OptiMonk, we offer a free call with one of our CRO specialists.

When someone has arrived at this page, it means they are genuinely interested. They are considering trying OptiMonk, but maybe some questions just occurred to them or they simply started to hesitate. That’s why this popup has such a great conversion rate! Because we offer exactly what these visitors need, they can talk to a real person and have all their questions answered.

Best practices

1. Full page overlays

You probably noticed that we often use full page overlays. That’s not only because it looks fancier, but because our experience has shown that full page overlays have a much better conversion rate than typical popups.

2. A/B testing

A/B testing is also a really good practice to increase your conversion rate. The best approach is to create one version, then make a tiny change to test. After a few weeks, make another change – each time using the version that converted better. A/B testing is a continual process and you should always strive to improve your conversion rate.

[bctt tweet=”A/B testing is a really good practice to increase your conversion rate.”]

3. MailChimp integration

MailChimp integration is a very cool feature we use every time we have a form on the popup. With the help of this feature, we collect subscribers in MailChimp groups and send them personalized follow-up emails immediately.

4. Segmentation

5. Engagement

And last, but not least, popups exist to engage your visitors and boost conversion, so you have to consider your visitors experience on your site. For that, you can use exit-intent popups, time your popup to display after X seconds, display a popup after a visitor has scrolled down on your page at least X percent. Make sure your popup is engaging not annoying.

Conclusion

Now you have an inside view on how we use onsite retargeting here at OptiMonk! The truth is, we follow the very same advice and best practices you can find in our guides and on our blog.

The first step is to dedicate time to review your sales funnel and create personalized messages for people in each stage of the process. This will help you craft better onsite retargeting campaigns and improve your conversion rates.

By following our best practices, your campaigns will convert not only more people, but the right people – and that’s the most important part.

If you need help, you can schedule a free consultation anytime. Just click here.

What are the best onsite retargeting campaigns you’ve seen? Tell us in the comments below. 🙂